The diamonds shown on the England Diamond website are mostly offered at a lower prices than the typical retail stores for diamonds of the same quality. This is due to our strong sourcing capability and the fact that, instead of paying for expensive rentals in prime shopping areas, we operate online and offices, and we are therefore able to pass the savings on to you the consumer. Other than price, there are many more reasons why it is actually better for consumers to buy online using our website. For more information, see this article.